Research On Marketing Strategy Of Suzhou Y Passenger Transport Company

Road passenger transportation is the traditional industry in China's transportation system.Relying on the flexible and convenient characteristics of the intensive highway network,the road passenger transportation is the most common way for the people to travel,and bears an important proportion of the total passenger transport in China.The road passenger transportation enterprises also attach great importance to service promotion,hardware upgrading,technical innovation and safety management to keep the continuous development of the enterprise.However,in recent years,the road passenger transport is in the lower wind in the competition with other passenger transport modes,the market share is decreasing year by year,and the profit is slipping.In addition to the high efficiency and comfort of other modes of transportation,the reason is that the road transport enterprises do not customize the corresponding passenger transport products according to the market demand.The analysis of the competitive environment of the market is not enough,and the resources and advantages of the enterprises are not fully utilized.In this paper,based on the marketing theory of road passenger transport enterprises in Suzhou,based on the marketing theory of road passenger transport enterprises,this paper first introduces the basic situation in the business operation,and then analyzes the macro and industrial environment of the enterprise based on PSET analysis and Potter's five force model,and then uses SWOT to analyze the advantages and disadvantages of the enterprise,and makes clear that the enterprise's advantages and disadvantages are made clear.The threat and opportunity of the enterprise in the market.Finally,the marketing theory 4PS and the network marketing concept are combined,and the practical marketing strategies,such as product,price,channel,promotion and network information application,are put forward,such as the combination of passenger transport products,the channel of cooperation with competitors,the management of floating ticket price and the realization of the dispatching scientific dispatching by using the network information.Based on the perspective of marketing theory,this paper analyzes the operating data and market environment,analyzes the existing problems of the marketing of enterprises and puts forward a new marketing strategy,which has a certain operability and feasibility.The research results of this paper can not only provide new ideas for the marketing strategy of Y passenger transport company,but also provide reference and reference for other road passenger transportation enterprises' marketing strategy.